Bajaj plays the fiddle with brand strategy
Bajaj, the pioneering auto maker, has succeeded in accruing good business with its branding strategy- an increase from last year’s 17% to 35%, said its MD. The much-awaiting Pulsar 135 is to consolidate its position in another three months- a target of 1lakh bikes of Pulsar – the other versions of Pulsar – 150cc, 180cc and 220cc- constitute 60000 units per month put together. In addition Discover has uncovered the mystery as its100cc got 70000 monthly units as of now and the prospects are for 1lakh monthly units as 135 filling the void.
The success story, by way of a come back was possible by means of these brands’ pemetration in the bigger market and one more bike is in the offing probably in the Discover series. Another factor is Bajaj’s omnipresence in the two wheeler market especially the bike segment, at the cost of scooters. More important and key factor has been the categorization and exclusivity of features of its brands – Discover for commuter sector, Pulsar the sporty which are pivotal in bike market.
Other bikes from Bajaj, KTM and Kawasaki, belong to the niche segment. Bajaj has formulated the designing its efficiency by placing the brand at the front and the features at back.